A Statistical Measure of a Population's Propensity to Engage in Post-Purchase Online Word-of-Mouth

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dc.creatorDellarocas, Chrysanthos
dc.creatorNarayan, Ritu
dc.date2006-09-08
dc.date.accessioned2026-07-07T08:08:10Z
dc.date.available2026-07-07T08:08:10Z
dc.descriptionThe emergence of online communities has enabled firms to monitor consumer-generated online word-of-mouth (WOM) in real-time by mining publicly available information from the Internet. A prerequisite for harnessing this new ability is the development of appropriate WOM metrics and the identification of relationships between such metrics and consumer behavior. Along these lines this paper introduces a metric of a purchasing population's propensity to rate a product online. Using data from a popular movie website we find that our metric exhibits several relationships that have been previously found to exist between aspects of a product and consumers' propensity to engage in offline WOM about it. Our study, thus, provides positive evidence for the validity of our metric as a proxy of a population's propensity to engage in post-purchase online WOM. Our results also suggest that the antecedents of offline and online WOM exhibit important similarities.
dc.descriptionPublished at http://dx.doi.org/10.1214/088342306000000169 in the Statistical Science (http://www.imstat.org/sts/) by the Institute of Mathematical Statistics (http://www.imstat.org)
dc.identifierhttps://arxiv.org/abs/math/0609228
dc.identifierhttp://arxiv.org/abs/math/0609228
dc.identifierStatistical Science 2006, Vol. 21, No. 2, 277-285
dc.identifierdoi:10.1214/088342306000000169
dc.identifier.urihttp://salesiana.dossiersoluciones.com/handle/123456789/131174
dc.subjectStatistics Theory
dc.titleA Statistical Measure of a Population's Propensity to Engage in Post-Purchase Online Word-of-Mouth
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